Sturgis business apologizes after Journal ad calling diversity ‘the Trojan horse of terrorism’ draws backlash

An ad that ran Tuesday in the Sturgis Journal from Bowersox Floor Center stated, “Diversity is the Trojan horse of terrorism,” drawing swift criticism from readers who called the message racist and harmful.

Bowersox Floor Center said the ad was “misinterpreted” and not meant as racist after readers condemned it on social media.

The Sturgis-based flooring company, in business since 1991, specializes in residential and commercial installations. Following the backlash, Bowersox Floor Center posted two public statements on its Facebook page, both of which appear to have been removed, apologizing for the ad and attempting to clarify its intent.

The company’s first statement, posted Tuesday evening, read:

A second, longer explanation appeared Wednesday morning:

In both statements, the business said the ad was “misinterpreted” and that there was “no racial intent,” arguing it was meant to warn against “division” rather than promote discrimination.

Tuesday’s ad also prompted questions about the Sturgis Journal’s advertising review process. Watershed Voice reached out to Journal editor Brandon Watson on Wednesday but had not received a response as of publication.

Bowersox Floor Center has previously run politically themed ads in the Journal. Before the 2024 presidential election, one ad stated, “A no vote is a her vote. Please vote,” referencing then–Vice President and Democratic presidential candidate Kamala Harris.

For some community members, this week’s ad felt like a step backward. Sturgis resident David Munoz, the son of immigrant parents, told Watershed Voice he sees the message as dangerous to the city’s growing diversity.

“Sturgis has become much more diverse over the last decade,” Munoz said. “We see it in our classrooms, our businesses, our restaurants. Those of us who’ve built something here want the next generation to feel they belong.

“It saddens me that after all our hard work, we still have to prove that we belong,” he added. “Why would I spend money on a business that values the dollar more than me?”

Others defended the company on social media, describing their personal experiences with the owners as positive.

“I’ve known the Bowersox family for years and never witnessed them spew hate upon anyone,” one commenter wrote. “I’ve personally seen the owner hand a homeless guy food and money more than once.”

“The owners and staff of Bowersox are some of the kindest people I know,” another person said. “Instead of reading more into things, give them the compassion we’d all want.”

In an email to a concerned citizen, Sturgis At-Large City Commissioner Aaron Miller said “diversity is what has made America great and is what will continue to make America great.” His full response reads as follows:

“Our city manager, Andrew Kuk, forwarded an email to all of us commissioners that you sent to him about an advertisement from Bowersox Floor Center in yesterday’s edition of the Sturgis Journal.  To make a statement as a commission, we must have a majority of us or more to make a collective decision about making any kind of official statement beyond what Andrew provided to you.  I must also clearly state that whatever I write in this email is from me alone and is not an attempt to sum up or interpret the thoughts of any of my fellow commissioners.  The following are my thoughts only in my individual capacity.

I was also quite saddened by the advertisement in yesterday’s Sturgis Journal.  I saw it first thing yesterday morning.  Our diversity in Sturgis–and, as it should go without saying, beyond Sturgis as well–is our great strength and a bright and shining beautiful characteristic of ALL of our residents.  ALL…….especially the ones who don’t look like me or who disagree with me or think differently from me or who may not like me.  Diversity is what has made America great and is what will continue to make America great.  It makes my hometown of Sturgis great, too.  It is to be celebrated and respected, not denigrated.  It is certainly not a Trojan horse for terrorism.  Hate is what breeds terrorism.  Love and compassion for one another drive out terrorism and drive out hate.  We need to have love and compassion for one another.  I want to make abundantly clear that I’m grateful for our diversity in Sturgis and in this beautiful nation and I’m especially grateful for people like you who speak up in support of diversity like you did.  Thank you.  And don’t stop speaking up.

Please always feel free to write your city commissioners at any time. Have a great day.”

Miller serves as the lone at-large commissioner, meaning he is the only commissioner who serves the entire city population.

Maxwell Knauer is a staff writer for Watershed Voice. Alek Haak-Frost is executive editor and publisher of Watershed Voice.

Editors note: This story was updated at noon on Thursday, October 30 to include a statement from Sturgis City Commissioner Aaron Miller about the advertisement.